Brand Tone

Authentic & Passionate, Storytelling & Heritage-Focused, Approachable & Community-Oriented, Creative & Detail-Oriented, Inclusive & Unpretentious

Brand Values

• •Heritage & Storytelling
• •Quality & Affordability
• •Authenticity & Passion
• •Craftsmanship & Attention to Detail
• •Community & Connection
• •Individuality & Self-Expression

Best Practices

• •Lead with the Story: Always tie the product back to its Camden inspiration. Whether it's a landmark, historical event, or the general vibe of the area, let the narrative shine.
• •Emphasize "British Designed" and "Independent": Highlight the local design aspect and the founders' passion. This creates a connection and sense of authenticity.
• •Use Inclusive and Approachable Language: Avoid overly technical watch jargon. Speak to customers in a friendly, engaging, and slightly nostalgic tone. Think "passion," "story," "heritage," "community."
• •Focus on Details and Craftsmanship (without being elitist): Talk about the thought that goes into specific design elements (e.g., "the seconds hand the colour of Camden Lock bridge") to showcase quality and uniqueness in an accessible way.
• •Maintain Visual and Thematic Consistency: Ensure that the language used aligns with the visual identity of the brand – which often has a vintage, industrial, yet contemporary feel. Use hashtags and campaign themes that reinforce the core values of heritage, authenticity, and community.

Social Perception

Positively Perceived, Loved for its Connection to Camden, Seen as Offering Good Value, Appreciated for Detail and Design, Recognized for Personal Touch, Independent Spirit

Copy Examples

• •Headline: Camden’s Story. Your Time. Body: "Inspired by the ironwork of Victorian gasworks and the enduring spirit of Camden Town. Our No. 274 isn't just a watch; it's a piece of history, meticulously crafted for your everyday. Discover the details that make it uniquely Camden, uniquely yours. #CamdenWatchCo #StoryInEverySecond"
• •Headline: More Than Just a Watch. It’s a Conversation Starter. Body: "From the iconic Camden Lock bridge to the railway lines that built our borough, every Camden Watch tells a tale. Like our No. 88, with its turquoise-blue seconds hand – a subtle nod to a local landmark. What story will your Camden watch tell? #DetailsThatMatter #CamdenInspired"
• •Headline: Built on Passion. Designed in Camden. Worn by You. Body: "We're Anneke and Jerome, and we pour our hearts (and a little bit of Camden grit) into every timepiece. It started with a love for this vibrant place and a dream to make beautifully designed, quality watches accessible to all. Join our story. #IndependentDesign #FromCamdenWithLove"
• •Headline: The Spirit of Camden, Captured. Body: "Remember the feeling of Camden? The eclectic energy, the rich history, the promise of discovery? Our Memento Mori collection, inspired by Victorian symbolism and Camden's unique edge, is a reminder to live every second. Because life's too short for boring watches. #MementoMori #CamdenSpirit"
• •Headline: Not For One But For All. Quality Time, Priced Fairly. Body: "We believe that a beautifully crafted watch, rich with story, shouldn't break the bank. That's the Camden way. Inspired by the borough's motto, we create timepieces for everyone who appreciates design, heritage, and authentic craftsmanship. Explore the collection. #AffordableQuality #CamdenHeritage"